Sydney Sweeney Under Investigation for Hollywood Sign Promotion Stunt
American actress Sydney Sweeney could potentially face criminal charges following a controversial publicity stunt at the iconic Hollywood sign. The 28-year-old star, renowned for her roles in Euphoria, The White Lotus, and The Housemaid, is being investigated for trespassing and vandalism after she and a team accessed the restricted landmark to hang bras from the famous letters.
Unauthorised Commercial Activity at Protected Landmark
The incident occurred as part of the launch campaign for Sweeney's new lingerie brand, SYRN. In a video shared on social media, the actress and several accomplices were shown scaling a fence and climbing the Hollywood Hills to reach the sign. They proceeded to drape lines of bras across the structure and pose for photographs, allegedly leaving some lingerie items behind on the hillside.
The Hollywood Chamber of Commerce, which owns the intellectual property rights to the Hollywood sign's image, has confirmed that no permission was granted for this production. Chamber president Steve Nissen stated unequivocally that "The production involving Sydney Sweeney and the Hollywood Sign was not authorised by the Hollywood Chamber of Commerce nor did we have prior knowledge of it."
Legal Consequences and Ongoing Investigation
Despite claims from Sweeney's team that they had obtained a filming permit from FilmLA, authorities emphasise that this did not include permission to physically access, climb, or alter the sign itself. The landmark sits on public land within a restricted area, with specific laws prohibiting climbing the structure.
- Trespassing on the site constitutes a misdemeanour offence
- Potential penalties include fines up to $1,000 (approximately £726)
- Possible imprisonment of up to six months
- The Chamber is actively investigating how the production accessed the site
The Chamber has sent a formal letter to the production company involved, Persuasion Pictures, stating that neither they nor Sweeney sought or received permission for commercial use of the Hollywood sign image captured during the stunt.
Brand Launch Amid Controversy
In her press release announcing SYRN, Sweeney explained her motivation for creating the lingerie line, saying "I wanted to create a place where women can move between all the different versions of who we are." She referenced her own childhood experiences with ill-fitting bras and emphasised designing for diverse body types.
This incident marks the second time in recent months that Sweeney has faced public backlash related to advertising campaigns. In November 2025, she faced criticism for an American Eagle jeans campaign featuring the tagline "Sydney Sweeney Has Great Jeans," with some critics suggesting it glorified her white heritage.
When questioned about that previous controversy, Sweeney told GQ magazine that she didn't feel compelled to explain her participation, stating "I know who I am. I know what I value. I know that I'm a kind person."
The Hollywood Chamber of Commerce continues its investigation into the sign incident, while representatives for Sydney Sweeney have been contacted for comment regarding the potential legal ramifications of her promotional activities at the protected Los Angeles landmark.
